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JUNE 22, 2026 |
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Key stat: 57% of US digital audio listeners spend the most time with music playlists, far ahead of podcasts (35%) and every other format, according to a March 2026 survey from Harris Poll and EMARKETER. |
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Beyond the chart: |
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Music may own the most listening time, but podcasts punch far above their weight at driving action. In fact, 22% of monthly US podcast listeners made an immediate purchase after hearing a podcast ad, outpacing Instagram (13%), premium TV streaming (13%), and YouTube (12%), according to
Sounds Profitable and Signal Hill Insights. |
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That edge comes down to trust. Among weekly podcast listeners, 56% name podcast hosts as their most trusted influencers, well ahead of social media influencers (20%), celebrities (15%), and radio hosts (10%),
according to Cumulus Media and Signal Hill Insights. |
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Use this chart: Drop this into a media-planning deck to show why music streaming still anchors digital audio attention. Use it to benchmark podcast and spoken-word budgets against the format your audience actually spends the most time with, and to pressure-test where incremental audio dollars should go. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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